French โคPublisher โouest-france Leads Charge for In-House AI, Citing Control & Revenue Potential
RENNES, FRANCE – Facing the growing influence of AI โขplatforms like ChatGPT, French publisher Ouest-Franceโค is actively โขdeveloping โคits ownโ artificial intelligence tools, a strategy aimed โat both enhancing userโ experience โฃand safeguarding the crucialโ relationship with its โaudience.โ The publisher’s approach, detailed by Head of Innovation, Nicolas Dieudonnรฉ, centers on keeping AI growth in-house to maintain control over โคcontent presentation and explore future monetization opportunities.
Ouest-France hasโฃ already deployed โseveral AI-powered tools, mirroring trends seen acrossโ the publishing industry. โคThese include automated taggingโฃ systemsโ and AI-generatedโฃ article summaries,โ streamlining content association and delivery. โฃNotably, the company also created a โchatbot specifically for the 24 Heures du Mans sports car race – a first โคfor โa French media organization.
“It was the first time a media [company] did that in france,” Dieudonnรฉ โstated,emphasizing the significance of the projectโ being built โคentirely with the company’sโ own resources. This internal development โคproved โinvaluable, providing insights into AI’s impact on search engine optimization (SEO) and, crucially, โallowing Ouest-France toโค dictate the user experience.
Dieudonnรฉ argues that controlling the chatbot’s interface leads to higher engagement. “You get to decide how your content is โdisplayed [in the chatbot] and that generates โขaโ click-through rate that is in ourโข experience superior to the one thatโ you get through ChatGPT,” he explained. While the 24 Heures โduโข Mans chatbot โขwasn’t directly monetized, Dieudonnรฉ highlighted the potential for future โrevenue โฃstreams through premium subscriptionsโฃ or sponsorships tied โคto similar tools.
Beyond immediate gains, Ouest-France โviewsโข internal AI development as a crucial learning process. โ”There’s still businessโ value in it,as you’re learningโฃ how this technologyโค functions. You’re better โคoff in how you approach the conversation with AI platforms. So in โฃthat regard, Iโ think there โis value per se.”
this proactive stance โฃcomes asโ the publishing industryโ grapples with theโ threat of “disintermediation” – โthe potential for AI platforms to โขbypass publishers andโค directly connect with audiences.โค To counter this, โDieudonnรฉ outlined six key strategies:
* โฃ Reinvest in core journalism: Focusing on high-value reporting that AI platforms cannot replicate.
* Optimiseโข for machines and humans: Creating contentโค that โperforms well in search algorithms and is engaging for readers.
* Adaptโข to emerging โuse cases: โ Embracing new formats likeโ chatbots and voice assistants โฃwith editorial safeguards.
*โ double down on local and community: Leveraging strength โขin hyperlocal news,an โareaโ where AI platforms are less effective.
*โข Educate and influence: Raising awareness among audiences and regulators about the risks of โฃdisintermediation.
* Collaborate โฃforโ strength: โPartnering with other industry players to buildโ resilience.
ouest-France’s strategy represents aโฃ growing trend among โpublishers seeking to harness the power of AI while โคretaining control over their content, audienceโข relationships, and future revenue models. Theโ publisher’s commitment to in-houseโ development โขpositions it as a leader in navigating โคthe evolving landscape of AI-driven newsโข consumption.
